journey builder success guide

Journey Builder Success Guide2 salesforce.com/marketingcloud

http://www.salesforce.com/marketingcloud

3Journey Builder Success Guidesalesforce.com/marketingcloud

Welcome to the Journey Builder Success Guide!Today’s consumer is always on—and always interacting—across channels and devices.

For marketers, it’s never been more important to engage your audience throughout the

entire marketing, sales, and service lifecycle.

With Journey Builder, you can leverage customer events and behaviors to create 1:1

conversations at scale. Plan the journey. Personalize the experience. Optimize the results.

Orchestrate every step of the journey to deliver the right message, at the right time, and

on the right channel.

Here’s What You’ll Find:

• Introduction to the Key Features of Journey Builder

• When to Use Journey Builder

• Configuring Customer Data Models

• Building Interactions

• Testing and Optimizing Results

• Glossary of Terms



1

Journey Builder is your solution for engaging

customers throughout the marketing, sales, and service

lifecycle. As the industry’s most sophisticated journey

management platform, it helps you plan, personalize,

and optimize 1:1 customer journeys across all channels—

both online and offline.

Now you have the power to illustrate complex customer

journeys, listen for customer activity throughout the

lifecycle, and then automatically respond with and measure

the effectiveness of highly customized communications

based on each customer’s history, preferences, location,

and actions. Plus, you can measure the effectiveness of

your campaigns in real time.

Whether you need to reach your customers via email,

mobile, social, connected devices, apps (or just about any

other channel you can think of), Journey Builder brings the

power of personalization to a whole new scale.

Watch a demo of Journey Builder here.

Meet Journey Builder


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1

Key Features of Journey Builder

Plan: Journey MapsJourney Maps help marketers model the interactions of their

customers’ journeys with their brand, product, or service.

Using Journey Maps, a marketer can apply and execute

campaigns at any point in a customer’s journey.

Advantages:Trigger timely, meaningful messages across online and offline channels based on real-time behavior.



Personalize: InteractionsInteractions are outbound communications sent to

customers based on their contact profile, activities,

preferences, location, or anticipated actions. Each

interaction is triggered by a set of conditions—defined by

you—that can occur within or outside of the Salesforce

Marketing Cloud environment.

Advantages:Treat customers like unique individuals—not “one size fits all” segments.



Optimize: MetricsOnline analytic tools enable you to measure the effectiveness

of interactions against custom goals. For example, you can

easily track the number of customers in an interaction that

have achieved a goal—such as purchase, download, visit,

or trial conversion. You can even monitor goal attainment by

message, channel, day, or path.

Advantages:Test engagement across different channels and measure against your business goals.



Because Journey Builder is event driven, it can listen for customer

initiated activities from any source. Whether a customer downloads a

whitepaper from a website, reads a QR code in an advertisement, or

abandons their online cart—the event can be added to the customer’s

contact record and trigger an interaction.



It’s long been at the top of marketers’ wish list to provide a

personalized experience for each and every customer from

the moment they first visit your website, until the day they

achieve platinum status in your loyalty program. Now that’s

possible with Journey Builder. You can plan, personalize,

and optimize event-driven lifecycle marketing programs for

each customer based on:

• Who they are, what they like, and what they most likely

want (contact profile)

• Where they are in the customer lifecycle (potential

prospect through customer advocate)

• Why they’re interacting (opting to receive a newsletter or

submitting a service request)

• How they respond—or don’t respond—to each

communication they receive

• Which channel they prefer for interaction (email, mobile,

social, web, apps, connected products, etc.)

That kind of 1:1 customization transforms the brand-

customer relationship! Customers will no longer receive

generic, SPAM-like marketing communications with little

value or relevance. Instead, they are engaged with valuable,

personalized communications based on their specific

wants and needs. In fact, studies have shown that this

1:1 approach has a measureable impact on Net Promoter

Score (NPS). A high NPS score is correlated with increased

engagement, improved campaign performance, and drives

customer satisfaction and retention.

When to Use Journey Builder

Quick Tip:To achieve optimal value, use Journey Builder for customer interactions that warrant continuous testing and optimization.

Cu�ome�

Consumers who point to experience as their most important factor in their choice of a brand(Accenture)

(Dimensional Research)

(Dimensional Research)

Consumers whose buying decisions are adversely influencedby reading anegative review

Consumers whose buying decisions are positively influenced by reading a good review

are in the

63%

86%

93%



• Mobile Opt-In

• Social Opt-In

• Web Opt-In

• Welcome Series

• Abandoned Cart

• Birthday

• Browse Retargeting

• Customer Anniversary

• Loyalty

• Newsletter

• App Downloads

• Post-Purchase

• Promotional

• Re-Engagement

• Win-Back

Common Journey Builder Use Cases

Industry-leading brands are using Journey Builder

to power ongoing lifecycle campaigns like:Quick Tip:Journey Builder can be used in almost any industry-whether B2C or B2B.



Implementing Journey Builder

Quick Tip:Of course your customer data is required to “go live,” but you don’t have to wait to start using Journey Builder. Begin mapping your customer journey and critical interactions using placeholders immediately.

It All Starts with Data

All successful marketing begins with good

customer data—because data drives

relevance, and relevance drives action.



1. Configuring Your Customer Data Model

Journey Builder is built to leverage data from any system:

CRM, web metrics, and POS. Contact Builder helps map out

the data source and how they relate back to the customer.

This is important for determining how customers get injected

into interactions and how they will meet goals. Additionally

this data can be used to filter customers into unique

paths based on the attributes that matter most to your

business (e.g. Lifetime Value, Segment, Product Interest,

Cart Value, e tc.)

2. Define Events

Use Contact Builder Events to define what behavioral data

you want to monitor and use to qualify customers for Journey

Builder Interactions. Events can include any data that can

be mapped to a unique contact like Opt-in, Purchase, App

Download, Trial Expiration in X Days, and more.

3. Get the Data Flowing

Data can come in through scheduled imports or streamed

through open APIs to inject people into an Interaction and/

or update whether or not they have met a goal.

Quick Tip:Use the built-in data model templates in Contact Builder to speed setup. Pre-configured templates include Demographics, Retail Transactions, Shopping Cart and Travel Bookings.

Business ImpactJourney-led transformations deliver impact across many key business metrics.

More revenue, happier customers, at a lower cost.

Improve Cu�omerSatisfaction

Fuel Revenue Growth

Engage Employ�s

Lower Co�to Serve

20% 10-

15%

20-

30%

15-

20%

Significant

(McKinsey Research:Customer Journey Transformation)



Building Interactions

Interactions are comparable to lifecycle marketing campaigns—

like welcome, post-purchase, or win-back programs—but can

also be any communication triggered by a customer activity—

think “Called Customer Service” or “Returned a Purchase.”

1. Select the Trigger

Triggers are marketer-defined conditions that prompt an

interaction to run. Triggers instruct an interaction to start

when the event they are listening for is detected.

2. Set Goal

To make the objective of the interaction clear, you must

first define a goal. When defining a goal, decide what

the desired outcome is and the conversion target you

want to reach. Set goals based on customer data to

test and find what content delivers the highest ROI.

Example:For a welcome series, the first message could be triggered by a person opting into an email program. The goal might be to add a birthdate to their profile in order to personalize the experience and send a birthday email.



3. Drag, Drop, and Configure Activities

• Messages – Journey Builder can send messages via

email, SMS, mobile push, or custom channel activities

like direct mail or in-app messages.

• Splits – Splits are activities that divide the group

of contacts in an interaction into separate cohorts

so that each cohort may receive a different set of

subsequent activities.

A decision split is based on a change in data

associated with a contact. By placing a decision

split after the trigger or any activity in an interaction,

the marketer prompts Journey Builder to evaluate

the data tied to each contact and sort them by their

characteristics.

Random splits are activities that randomly divide a

group of contacts in an Interaction into groups.

Engagement splits are based on a customer action

or behavior. Marketers configure the customer action

that Journey Builder evaluates, which is commonly

based on the activity that immediately precedes the

engagement split.

• Update Contact Data – Automate the update of

customer data using the Update Contact Data

Activity. For example, in a Welcome Series campaign,

many marketers want to flag a control group to never

receive any promotional emails to objectively measure

the lift of their programs. In Journey Builder you can

randomly select a subset of contacts (like 10%) who

opt-In and use the Update Contact Activity to set the

“Control Group” flag to “TRUE.”

Quick Tip:Best practice is to leverage the Random Split activity to A/B/n test up to ten variable messages, channels, waits, or frequency.



There are two ways customers become part of an Interaction in

Journey Builder.

1. Sent automatically via the Application Programming Interface (API)

For example, if they abandoned their cart online, a message is automatically sent to the Marketing Cloud detailing they that abandoned a cart filled with the specific items and dollar amount.

2. Scheduled and Injected via Fire Event activity

For example, rather than abandoning their cart and automatically sending a message as a result, you could change settings so that every hour a check is done to see if anyone has abandoned a cart.



Test Before You Send

Now that you’ve built the interaction, you want to feel

confident that customers will receive the right message

based on their behavior or attributes—that’s where testing

comes in. You can send your interaction to a test group of

five people with different data attribute values. Send a test

interaction to simulate and confirm that the right people are

going to get the right content. Now you are ready to send

out your interactions!

Quick Tip:When testing your interactions, create a version with the wait periods set to minutes. Once you’ve validated the logic of your program and content, activate the version with the actual wait periods.



Monitoring and Optimizing Performance

Now that your campaign is up and running, you can start

measuring your custom defined goals. With Journey Builder,

you can track how many people have gone through the

interaction and how many have met the goal.

Plus you’re able to follow the progress of your interaction in

real time and make adjustments as needed. Journey Builder

allows you to create a new version by copying a current

interaction, making the changes that you want, saving and

testing the new version, and finally activating it. All new

customers flowing in will go through the new interaction

while those who have already experienced the interaction

will continue down the same path.

Quick Tip:Always end your interactions with at least a 7-10 day wait period. This will allow time for people to meet the goal and be attributed to the last message activity.



Join the Journey

Journey Builder leverages an ever-improving single view of

customers based on real-time responses. It can increase

customer satisfaction, improve loyalty, drive advocacy, and

generate revenue. Journey Builder is always on—and always

interacting—because in customer journey management,

every moment matters.

Ready to get started? Contact your account executive to

start personalized conversations with your customers today.

Quick Tip:Results are what matter most! Start every journey with a clear goal that can be measured against a specific business objective.

>50%

of

happen during a multi-event, multi-channel

journeyCu�omer Interactions

(McKinsey Research: CustomerJourney Transformation)



GlossaryActivity

The message action, decision, and/or update that are dragged and dropped onto the

Canvas. The series of Activities defined by the marketer comprise the Interaction. This can

include sending emails, SMS messages, push notifications, or any other forms of content

sent to customers who meet the criteria set within an Activity.

Canvas

An area of the user interface where you’ll construct the workflow of an Interaction.

Marketers drag and drop Activities (like an email send) onto the Canvas to define the

channel, message, and timing of each Interaction.

Decision Split

A split Activity based on a change in data associated with a Contact. When a Decision Split

Activity is placed on the Canvas, the Interaction evaluates data associated with a Contact to

decide which branch of the split to send each Contact into. For example, a marketer whose

goal is to separate the Contacts in an Interaction into two groups by age: Contacts who are

older than 35 and Contacts who are younger than 35. By placing a Decision Split after the

Trigger or any Activity in an Interaction, the marketer prompts Journey Builder to evaluate

the data tied to each Contact and sort them by age, funneling Contacts who are older than

35 into one branch of the split and Contacts who are younger into the other branch.



Engagement Split

Activity based on a customer action or behavior. Marketers configure the customer action

that Journey Builder evaluates, which is commonly based on the Activity that immediately

precedes the Engagement Split. For example, a marketer whose goal is to divide Contacts

who opened an email from Contacts who did not. The Activity preceding this Engagement

Split is a Send Email Activity. The marketer then places an Engagement Split Activity after

the Send Email Activity and configures the split to evaluate the Contacts in the Interaction

to note the Contacts who opened the email. The Engagement Split then funnels Contacts

who opened the email into one branch of the split and Contacts who did not open the

email into the other branch.

Event

A customer-initiated action (like e-newsletter opt in) that causes an Interaction (like

welcome email series send) to occur. Events are configured by an administrator as a

prerequisite to creating an Interaction.

Interactions

Interactions are outbound communications sent to customers based on their contact

profile or actions. Each Interaction is prompted to run by a triggered event.

Journey Maps

Journey Maps help marketers model and execute the Interactions of their customers’

journeys with their brand, product or service. Using Journey Maps, a marketer can apply

and execute campaigns at any point in a customer’s journey.

Metrics

Metrics enable marketers to measure the effectiveness of interactions against goals. For

example, they can easily track the percentage of customers in an Interaction that have

achieved a target such as percentage of opens or clicks. Marketers can also monitor goal

attainment by message, day, or channel.



Split

Split Activities are Activities that divide the group of Contacts in an Interaction into

separate cohorts so that each cohort may receive a different set of subsequent Activities.

Random Split

A split Activity that divides the group of Contacts in the Interaction into groups randomly.

The number of branches a group of Contacts can be divided into is configurable.



Notes


Learn more about Journey Buildersalesforce.com/marketingcloud/products/journey-management

http://exacttarget.com/products/journey-management

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